The campaign is a £10m initiative to help households reduce the level of food they are throwing away and staff will be on hand to provide storage tips, to teach customers how to keep their food fresh for longer.

As part of the campaign, colleagues from the Newbury store will be handing out free fridge thermometers, so shoppers can ensure their food is being stored at an optimum temperature.

Store manager Andrew Major said: “The typical UK household throws away, on average, £700 of food each year. Through our ‘Waste less, Save more’ campaign, we hope that our customers will pick up some handy tips to help them reduce the amount of food that they throw away and save money.”

The head of sustainability at Sainsbury’s, Paul Crewe, added: “We’re really excited to be sharing ‘Waste less, Save more’ with the nation.

“Food waste continues to be a top priority for our customers, both in terms of saving money and the environment, and so we hope our hints and tips will really helpful for people in the local area.”

For more information and food saving tips, visit https://wastelesssavemore.sainsburys.co.uk/